Founding Team

The Groundhog Team brings a rare blend of deep industry expertise and diverse expertise across tech, distribution and brand building - uniquely positioned to solve the beverage industry’s toughest execution challenges.

CHRIS RUSSELL

Chris brings 25 years of beverage industry experience and deep knowledge of both supplier and wholesaler operations. He combines commercial strategy with hands-on execution, turning data into actionable growth plans and uniting teams so suppliers and distributors stay aligned. After years of attending “Groundhog Day”–like meetings, he understands the friction and inefficiencies in supplier-distributor planning; that firsthand insight shapes Groundhog Solutions’ mission to eliminate those problems.

ERIC RABINOVITZ

Eric Rabinovitz has over 20 years experience in B2B Software as a Service, and has held executive and operational positions in all aspects of the product life cycle, customer success and market development.

Eric was CEO /Co-Founder of Lilypad Solutions, an industry-leading platform for beverage alcohol sales teams, which was acquired in 2019. Eric currently invests in, and helps develop, a number of growing businesses.

MAX KIBRICK

Max brings together deep beverage industry knowledge and SaaS experience to shape Groundhog's development. His career spans roles as an analyst, category manager and national account manager in the beer industry, plus positions in B2B software covering marketing, data security and enterprise sales. This crossover gives him a clear view of how technology can untangle the messy, manual workflows that still hinder supplier–distributor planning. Currently, he is focused on creating industry-specific tools that drive clarity, accountability and execution.